PepsiCo has announced it will no longer serve as the corporate sponsor of the NFL”™s Super Bowl Halftime Show performances.
In a tweet last week, the Purchase-based company announced, “After 10 years of iconic Pepsi Super Bowl Halftime Show performances, we have decided it”™s time to pass the mic.”¯Thank you to the amazing artists and fans who helped us create some incredible moments along the way.”¯ Now on to the next stage”¦”
PepsiCo added that it backed “26 musical acts representing 168 Grammys and almost 1,000 Billboard hits” during its Halftime Show hosting, with recording stars including Lady Gaga, Beyonce, Jennifer Lopez, Shakira, Eminem, Maroon 5 and Coldplay.
According to a Deadline report, Pepsi”™s original 10-year deal in 2012 was reportedly valued at $2 billion and the NFL was seeking more than $50 million per year for halftime sponsorship. Rather than continue in that role, PepsiCo will shift its NFL marketing to other activities including the NFL Draft and player awards.
